ABSTRACT
One of the key defining qualities of database analytics is its process orientation—the insights derived from the exploration and the analysis of historical outcomes and related data form an informational launch pad for future decisions. This takes place through a variety of means, including the delineation of the most influential drivers of buyers' behavior, identification of the most impactful—in the sense of return on marketing investment—promotional activities and the “translation” of behavioral predictions into database-resident customer/prospect selection mechanisms. The last of those mechanisms, known as “database scoring” is the focus on this chapter.
